Marketing semiotics : signs, strategies, and brand value /
by
Oswald, Laura
.
Material type: 
BookPublisher: Oxford ; New York : Oxford University Press, 2012Description: xii, 218 p. : ill. ; 24 cm.ISBN: 9780199566501; 019956650X; 9780199566495 (hbk.); 0199566496 (hbk.).Subject(s): Communication in marketing | Semiotics | Branding (Marketing) | MarketingSummary: Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for firms, since the breadth and depth of the meanings consumers associate with the brand name and logo have measurable impact on the firm's financial performance.
| Item type | Location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
 Book |
Lee Yan Fong Library
Library Collection
Lee Yan Fong Library |
HF5415.123 O78 2012 (Browse shelf) | Available | 00001100 |
Total holds: 0
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| HF5415.123 D54 2014 Spin sucks : | HF5415.123 F55 2013 Marketing communications : | HF5415.123 F55 2016 Marketing communications : | HF5415.123 O78 2012 Marketing semiotics : | HF5415.123 S54 2013 Advertising, promotion, and other aspects of integrated marketing communications / | HF5415.123 S54 2013 c.2 Advertising, promotion, and other aspects of integrated marketing communications / | HF5415.125 B5613 2012 In data we trust : |
Includes bibliographical references (p. [203]-213) and index.
Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for firms, since the breadth and depth of the meanings consumers associate with the brand name and logo have measurable impact on the firm's financial performance.
Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
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Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG